MOUNT PLEASANT, TEXAS — Ownership of Mid America Pet Food, LLC has passed from the hands of one private equity firm to another. The maker of VICTOR Super Premium Pet Food has been acquired by TA Associates from its previous owner, Trinity Hunt Partners.
The pet food manufacturer announced the acquisition on Dec. 16. Financial details of the deal were not disclosed.
“We believe that the Mid America Pet Food team has done an outstanding job creating a unique brand that offers a tremendous value to the end customer, and we look forward to working with them to drive continued growth,” said Bill Christ, a managing director at TA Associates who has since joined Mid America Pet Food’s board of directors.
Trinity Hunt Partners first invested in Mid America Pet Food in 2014. TA Associates is joined by Rx3 Growth Partners — a growth equity fund founded by Aaron Rodgers, quarterback for the Green Bay Packers — who will also invest in in Mid America Pet Food.
“TA Associates is an exciting partner for Mid America Pet Food to have at this stage of our growth,” said Greg Cyr, chief executive officer and president of Mid America Pet Food. “We’ve never wavered from our commitment to delivering high-quality pet food at a common-sense value. Our customers have come to know and appreciate us for that, which has helped fuel our impressive growth. We look forward to continuing to deliver the premium nutrition that is expected of us, and we believe TA Associates will be key to supporting us in doing that as we scale the business. We would also like to thank the team at Trinity Hunt for their guidance and support over the last six years as we’ve grown.”
Mid America Pet Food was founded in 2007 and produces VICTOR and Eagle Mountain Pet Food brands. VICTOR diets are primarily sold through farm and feed stores, independent pet stores and select online retailers across the United States. Mid America Pet Food manufactures all its kibble diets in-house at a facility in eastern Texas, sourcing as many ingredients from regional farms and suppliers as possible.
“We are excited to back current management and the VICTOR brand, and believe that the pet sector, and premium pet food in particular, is a great place to invest given many favorable industry tailwinds,” added Jessica Gilligan, a senior vice president at TA Associates who has also joined Mid America Pet Food’s board. “More families are welcoming pets into their homes and spending per pet continues to increase as nearly all age groups, especially Boomers and Millennials, continue to view their pets as family members.”
The brand launched two new performance dog foods in September.
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